20.500.12556/DKUM-60518 VPLIV VIRUSNEGA MARKETINGA NA VEDENJE POTROŠNIKOV THE IMPACT OF VIRAL MARKETING ON CONSUMER BEHAVIOUR V diplomski nalogi smo se posvetili virusnemu marketingu. Opredelili smo prednosti in slabosti virusnega marketinga ter vzroke za njegovo uspešnost. V teoretičnem delu smo opisali spletno tržno komuniciranje ter virusni marketing. Opisali smo, katera orodja se uporabljajo, njihove prednosti in slabosti. V raziskovalnem delu smo z anketnim vprašalnikom preverili, kako pogosto se anketiranci srečujejo z virusnimi oglasi in kako pogosto tovrstne oglase širijo. Zanimalo nas je tudi, kakšen odnos imajo anketiranci do virusnega oglaševanja. Po opravljeni raziskavi smo prišli do zaključka, da je virusno oglaševanje nadpovprečno uspešno, saj je v primeru dobro zasnovane kampanje širjenje hitro in dosega veliko populacijo. Kljub temu lahko slabo zasnovana kampanja ter slaba komunikacija z uporabniki privede do negativnih rezultatov ter posledično slabega zgleda za podjetje. Vedno več posameznikov in podjetij se odloča za virusno oglaševanje, saj jim omogoča cenovno ugodno in zelo učinkovito širjenje oglasov. Vsi kazalniki kažejo na to, da bo prihodnost virusnega marketinga zelo svetla, vprašanje je le, kakšne nove ideje nas čakajo. In the thesis we focused on viral marketing. We have identified the advantages and disadvantages of viral marketing and the reasons for its success. In the theoretical part we describe the online marketing communication and viral marketing. We described what tools are used, advantages and disadvantages. In the research part of the thesis we used a survey to verify how often the respondents encounter with viral ads and how often they spread such ads. We wanted to know what the attitude of the reposndents is to viral marketing. Upon completion of the research, we came to the conclusion that viral marketing has an above-average success and in the case of well designed campaign it will spread quickly and reach a large population. Nevertheless, poorly conceived campaign and poor communication with users can lead to negative results and consequently set a bad example for the company. More and more individuals and businesses are choosing viral advertising as it allows them a highly effective and cheap advertising. All indicators show that the future will be very bright for viral marketing, the only question is what new ideas are waiting for us. Virusni marketing oglaševanje spletno komuniciranje internet socialna omrežja Viral marketing advertising online communication internet social networks true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2016-06-22 15:55:04 2016-07-08 08:28:25 2022-06-23 03:11:09 2019-07-11 11:49:14 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7656467 URN:SI:UM:DK:UD213R4D VS_Percic_Luka_2016.pdf VS_Percic_Luka_2016.pdf 1 C624F49FC6D400E363F21E064C23ACD3 404c1c19fbc1aa9ce9b5bc7c622414727742ef13deb999dd63bf1e1a5bae67c8 c7913cef-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=95411 Fakulteta za organizacijske vede 0 0 0